Elevate B2B Conference

JOEL HARRISON — B2B MARKETING, PROPOLIS AND THE B2B MARKETING AWARDS

In B2B, buyers rarely choose vendors only because of features, price or presentations. They choose companies they believe in, people they trust and brands that reduce perceived risk. This session will explore why trust is central to B2B growth, how it can be measured and strengthened, and what marketers can do to build confidence long before a purchase decision is made.

Joel Harrison is a leading UK-based B2B marketing expert and the founder of B2B Marketing, Propolis and the B2B Marketing Awards. He has spent years working with B2B marketing leaders and understanding the challenges they face around trust, brand, demand and commercial impact. His perspective brings global B2B thinking to the Southeast Asian audience.

TUOMAS PELTONIEMI — ACCENTURE SONG APAC

B2B customers are changing faster than many marketing organisations can adapt. Digital transformation has affected not only technology and operations, but also how companies buy, evaluate vendors and build trust with suppliers. This session will look at how B2B marketing teams can become more strategic, more customer-centric and more connected to business growth.

Tuomas Peltoniemi brings the perspective of Accenture Song, one of the world’s leading digital, experience and creative transformation businesses. His work connects strategy, digital transformation, customer experience and business performance. He will offer a broader view how B2B marketing fits into the transformation agenda of large organisations.

BOB LOW — BOB LOW MARKETING

Malaysia has a dynamic B2B market, but international playbooks do not always work without local understanding. This session will explore how Malaysian companies buy, how trust is built, and why relationships, credibility and relevance still matter deeply in B2B. Bob Low will share practical insights from the local market and highlight the biggest opportunities for B2B marketers in Malaysia.

Bob Low is a Malaysian B2B marketing consultant focused on B2B marketing strategy, LinkedIn lead generation and training. He helps businesses create stronger conversations, generate leads and turn complex topics into content that attracts attention. His session will give the audience a grounded, local view of B2B marketing in Malaysia today.

PAUL NAGY — VML

What does a truly outstanding B2B campaign look like from the inside? This session will unpack the Grand Prix-winning Soil Stay campaign for Tra Mongkut Fertilizer and show how strategy, creativity and business relevance came together. The audience will see how a specialised B2B challenge was turned into a powerful creative idea with regional and international recognition.

SHAWN LOW — GREEN HAT

Singapore is one of Southeast Asia’s most advanced B2B markets, with demanding buyers, strong competition and high expectations for professionalism. This session will explore what makes B2B marketing in Singapore different and what regional marketers can learn from it. Shawn Low will discuss positioning, trust-building, content, events and demand generation in a market where buyers are exposed to global standards.

Shawn Low is Regional Director, Asia at Green Hat and works with B2B organisations across the region. He understands how companies in sophisticated markets make decisions and how marketers can earn attention in crowded categories. His session will offer practical lessons for any company trying to improve its B2B marketing performance in Southeast Asia.

HANDO SINISALU — MARKETING PARROT

Many B2B companies still treat content as decoration, not as a serious sales and trust-building tool. This session will show how interviews, expert articles, research, case studies, newsletters and events can help a B2B brand become more visible and credible before buyers speak to sales. Hando Sinisalu will share practical best practices from Marketing Parrot and examples of how content can support long B2B buying journeys.

Hando Sinisalu is the founder of Marketing Parrot and an experienced B2B content, events and media entrepreneur. He has built platforms, conferences and publications focused on B2B marketing, sales and international business. His strength is turning expert knowledge and industry conversations into content that attracts the right business audience.

CHRISTOPHER STRANDELL — INZYNK (SWEDEN)

• What successful ABM looks like in practice, not just in theory
• How sales and marketing can align around named accounts
• Why positioning and personalization are critical in ABM
• Common ABM mistakes that weaken results
• Practical examples

Christopher Strandell is an advisor at InZynk, specializing in account-based marketing and strategic B2B growth. He is known for helping companies focus on the accounts that matter most and turn ABM into a practical commercial approach

SHAUN YAP, JADE CHOONG AND FIONA LIAO

CHAN MAY LING — CELCOMDIGI

Telecommunications and digital infrastructure are critical to how modern companies operate, but communicating their B2B value is not always simple. This case study will look at how a major telecom brand can speak to business customers, connect technology with outcomes and build confidence in complex solutions. The session will explore the marketing challenge of making connectivity, digital services and enterprise solutions understandable and commercially relevant.

Chan May Ling is Chief Brand and Marketing Officer at CelcomDigi. Her experience offers insight into how large technology-driven companies communicate with business audiences. She will bring a practical perspective on marketing services that are essential, complex and highly competitive.

SPENCER LEE, EXECUTIVE VICE PRESIDENT OF SALES, MARKETING & PR FOR RESORTS WORLD GENTING (RWG)

• How to market a complex brand with many products under one umbrella
• How to balance brand building and short-term sales activation
• How to segment different audiences without fragmenting the brand
• How partnerships, events, and experiences create demand
• What B2B marketers can learn from hospitality and destination marketing
• How to use customer experience as a growth channel
• How marketing works with sales, operations, events, and partners

Spencer Lee is Executive Vice President of Sales, Marketing & Public Relations at Resorts World Genting, where he leads commercial growth, brand marketing and communications for one of Malaysia’s leading integrated resort destinations. Before joining RWG, he built a strong career at AirAsia, holding senior roles including Commercial Director of AirAsia Malaysia and CEO of AirAsia BIG Loyalty. His experience spans destination marketing, loyalty, ancillary revenue, financial services partnerships, digital transformation and customer engagement. Earlier in his career, he worked in advertising and brand management, including as Brand Manager at Ford Malaysia, giving him a broad perspective on how brands create demand and long-term customer value.